Soaps advertising in print dips 5 pc during
January-May 2008 – AdEx Analysis
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Subject: Overview of Soaps* Category advertising in
Print during Jan-May 2008
(Note: The entire analysis is based on Col*Cms) |
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Highlights:
• Print advertising of Soaps*category
recorded a 5% drop during Jan-May'08 compared to Jan-May'07.
• High share of advertising under 'Protection-Ayurvedic/Medicated'
segments of Soaps* in Print during Jan-May'08.
• Maximum advertising share of Soaps* in North
zone Publications during Jan-May'08.
• ‘Hindustan Unilever Ltd'
leads in Print advertising of Soaps* category during
Jan-May'08.
• ‘Venus Toilet Soaps'
topped the chart of new Soap* brands advertised in Print
during Jan-May'08.
• ‘Contest Promotion' was preferred for
advertising of Soaps* category during Jan-May '08.
Note: Soaps* category
only includes Bathing/Toilets Soaps and not the Laundry/Washing
Soaps..
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Volume Growth of Soaps* category in Print during Jan-May '08
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• Compared of Jan-May '07, 5%
less Print ad volumes of Soaps* category during Jan-May'08.
Note: Soaps* category only includes
Bathing/Toilets Soaps and not the Laundry/Washing Soaps..
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Share of Variants of Soaps* in Print during Jan-May'08
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• During Jan-May'08,
'Protection-Ayurvedic/Medicated' segment had the largest share
of 39% of overall Soaps* advertisng in Print..
• ‘Freshness-Fragrance'
and 'Nourishing-Beauty' segments of Soaps* with 30% and 19%
share were at 2nd and 3rd place respectively during Jan-May
'08. .
Note: Soaps* category
only includes Bathing/Toilets Soaps and not the Laundry/Washing
Soaps..
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Newspapers
and Magazines used for Soaps* Category advertising in the
ratio of 83:17. |
Zone wise contribution of Soaps* category advertising in
Print during Jan-May'08
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• During Jan-May'08, North Zone
Publications had the largest advertising share of Soaps* category
i.e. 32%, followed by 'West Zone' and 'South Zone' with 26%
and 23% share respectively.
Note: Soaps* category
only includes Bathing/Toilets Soaps and not the Laundry/Washing
Soaps..
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Zone wise Top 3 Advertisers of Soaps* in Print during Jan-May'08
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• During Jan - May '08, 50% share
of overall Soaps* category advertising in Print was contributed
by the top 3 advertisers viz. 'Hindustan Unilever Ltd', 'ITC
Ltd' and 'Henkel Spic India Ltd'.
• ‘Henkel
Spic India Ltd’ leads in advertising of Soaps* in North
zone Publications, ‘HUL’ in West zone Publications
and ‘ITC Ltd’ ruled in South zone Publications’.
Note: Soaps* category only includes
Bathing/Toilets Soaps and not the Laundry/Washing Soaps..
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New Soap* brands advertised in Print during Jan-May'08
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• Top 3 new Soap* brands advertised
in Print were ‘Venus Toilet Soaps' ,'Fiama Di Wills
Skinsense Soap' and 'Vivel Di Wills Toilet Soap' during Jan-May'08.
Note: Soaps* category
only includes Bathing/Toilets Soaps and not the Laundry/Washing
Soaps..
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Top States in Print advertising of Soaps* during Jan –
May’08
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‘Maharashtra’,'Uttar Pradesh' & 'Andhra Pradesh'
were top 3 states in advertising of Soaps* category in Print
during Jan-May '08.
Note: Soaps* category
only includes Bathing/Toilets Soaps and not the Laundry/Washing
Soaps..
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Share of Promotional Ads of Soaps* in Print during Jan-May'08
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• 69% of Soap* ads were
for 'Brand Promotion’ followed by 'Sales Promotional
ad campaign' with 28% share in Print during Jan - May '08.
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Among all the Sales Promotional Ad campaigns used for advertising
of Soaps brands, 'Contest Promotion' had max. share of 55%,
followed by 'Combination Promotion' and 'Add on Promotion'
with 26% and 12% share respectively during Jan - May'08..
Note: Soaps* category
only includes Bathing/Toilets Soaps and not the Laundry/Washing
Soaps..
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